Dunelm sales surge 18% in Q2
Digital sales aso made up 35% of total sales in the second quarter, which was higher than the same period last year
Dunelm has revealed that its total sales reached £478m in Q2, which was 18% higher than in the same period last year and an increase of 48% compared with pre-pandemic levels.
For the period ending 31 December 2022, the group attributed its performance to customer demand for its Autumn and Winter product ranges, as well as in products such as heated indoor airers.
Digital sales also made up 35% of total sales in the second quarter. The retailer noted it was higher than the same period last year, with digital sales growing in the late Autumn and run-up to Christmas.
As a result, Dunelm said its guidance for a full-year margin of around 50% remains unchanged from its September preliminary results, with gross margin in the second half anticipated to be lower than the first half due to the two sale events in the second half of the year.
Nick Wilkinson, CEO of Dunelm, said: “We have delivered another strong performance and the relevance of Dunelm’s value offering has really come to the fore. Our Christmas assortment also proved popular as customers prepared their homes for the festive period.
“It is a difficult time for many people in our communities, so we were delighted to significantly grow our ‘delivering joy’ campaign this year, resulting in over 60,000 Christmas gifts being donated by customers and colleagues to local causes.”
He added: “We are deeply conscious of the challenges which everyone is facing and remain focussed on making every pound count across our entire offer, so customers can feel confident in receiving outstanding value whatever their budget or taste.”